Medical cannabis website. LeafLine Labs, a state-approved dispensary for medical cannabis, launched this website as a source of trusted information for suffering Minnesotans. I researched medical language, wrote general content, and provided overviews of how the medicine is grown and manufactured.
Native ads for national foodservice manufacturer. I write native ads for General Mills convenience and foodservice division, covering trends, demographics, and new ways to use familiar pantry products. Articles have covered topics including ways to use granola all day long, tips on moving yogurt to the center of the plate and a feature on consumers’ increasing love for smoothies they don’t prepare at home.
Brand content. I contributed to a major revamp of recipe headers for the Betty Crocker website, for which I plumbed the depths of adjective use in some pretty creamy, crunchy and family-friendly ways. Other content I’ve written for the site includes a guide on hosting a Gender Reveal Party and “Choose Your Own Adventure, Thanksgiving Turkey Edition.”
Food, health & lifestyle. For Live Better America, a General Mills website, I wrote bylined content on food and nutrition, including heart-healthy tips from a Mayo Clinic cardiologist, a photo infographic on creating college care packages, the thrillingly named Kitchen Cage Match: Host the Ultimate Chili Cook-Off, and a foodie gift guide.
Financial literacy campaign. For a global credit card company, I wrote this SMS-based financial literacy campaign for the unbanked and the underbanked. On a very tight timeline, I referred to input from guiding community coalitions, identified key topics, conducted original research and developed interactive scripts that were written at the appropriate comprehension level.
Consumer website relaunch.Di Lusso Deli Company has been producing premium meats and cheeses since 1919. For this complete website refresh, I wrote introductory content, seasonal content and product descriptions, and I also edited all recipes on the site.
SEO content. For this leading leisure travel website, I have worked on multiple campaigns to create organic-keyword-driven pages to highlight tourist destinations, events and attractions in 7,000 global locations. I also know many ways to say: “this destination has really nice beaches.”
Consumer promotion and online game. I provided the creative concept and content for Verizon’s “Summer Nights at the Speed of FiOS” game, in which participants were able to select multi-path “faster is funner” adventures that could land them dancing on tabletops in Vegas, stuck in jail, or getting up early for shots of wheatgrass juice at boot camp class.
Pharmaceutical microsite. This standalone site was created for Shire Pharmaceuticals as a promotional and information tool for the launch of a new drug. Employees were able to keep track of updated market share information and be reminded of key product facts during the launch period. I conducted research, wrote online game scripts and tied all activities to employee KPIs.
Consumer-facing finance course. This course was developed for small- to medium-sized banks and credit unions as a service to their customers. I researched topics and wrote all copy for the site, including content linked to specific consumer requests and needs.